E-Commerce Adoption and SME Growth in Emerging Markets

Abstract

This study explores how small and medium enterprises (SMEs) in emerging markets leverage e-commerce for business growth. Surveying 400 SMEs across India, Kenya, and Brazil, the research finds that e-commerce adoption improves market reach, revenue, and customer satisfaction. Key challenges include digital infrastructure limitations, cybersecurity concerns, and logistics inefficiencies. Firms that integrate social media marketing, mobile payment systems, and customer analytics achieve the highest growth. The study underscores the role of technology in transforming commerce while providing policymakers with insights for supporting SME digitalization in emerging economies.